For nearly 50 years, family-owned deJonghe has been creating one-of-a-kind jewelry in the heart of Saratoga Springs, New York. Rooted in an artistic tradition, each piece is thoughtfully designed and handcrafted in their studio, blending natural gemstones, distinctive forms, and enduring craftsmanship. We partnered with deJonghe to refresh their brand for a new generation, developing a comprehensive identity system spanning strategy, messaging, print, digital, and packaging.
Honoring deJonghe’s heritage was central to the refreshed identity. We refined the brand’s original ring shank monogram and developed a custom logotype inspired by its existing typography, preserving familiar elements while introducing a more polished, contemporary expression. A rich, gemstone-inspired palette and complementary typography bring warmth and character to a flexible visual system that feels both timeless and distinctly deJonghe.
We reimagined deJonghe’s Shopify website to create a more intuitive shopping experience while capturing the artistry and personality behind the brand. A refined design system puts the jewelry front and center, with thoughtful navigation and an updated product presentation that makes exploring their extensive collection feel effortless. The result is a digital storefront that balances the needs of a robust e-commerce platform with the warmth and personal touch of the deJonghe studio.
The refreshed identity extends across every brand touchpoint, from social media and digital communications to a custom suite of printed collateral and packaging. Thoughtful material choices and specialty printing techniques, including embossing and gold foil, echo the artistry and attention to detail found in deJonghe’s jewelry. Each application was designed to feel like an extension of the pieces themselves: considered, tactile, and made to be treasured.
